overview
Concept proposal developed for Oak & Luna’s Tennis Collection, exploring how the cultural heritage of the tennis bracelet could be translated into a distinctive contemporary campaign world.
The creative direction began with the story behind the tennis bracelet and its connection to the court. From this heritage, I developed A Line of Light — Born on court. Made personal., a concept built around one continuous visual idea: the line. A line of stones becomes a court line, a trace of movement and, through personal engraving, a line of meaning.
The resulting territory blends tennis heritage with a softer editorial sensibility, combining sun-faded colours, natural gestures, analogue textures and refined product details. I developed a complete visual system spanning creative concept, storytelling, colour, typography, photographic direction and AI image studies, exploring the campaign ahead of potential production. The system was then translated across web, e-commerce, newsletter, social and print, creating a consistent yet flexible language from brand storytelling to product discovery.
The final direction reinterprets an iconic jewellery archetype through movement and personal expression, creating a collection identity rooted in tennis culture while remaining distinctly Oak & Luna.
